Branding Basics: Finding Your USP

Most of the time when business owners think about branding, they immediately go to color palette, icons, logo design, etc. In reality, the branding “basics” are actually very strategic and foundational principles of your brand – what you do, who you do it for, and your unique selling point, or USP. This is what we’re going to cover in this blog post – finding your USP. Knowing your USP will dramatically change your branding for the better. Think of it as the yeast of your business – without it, you’ll fall flat. With it, you’ll rise and succeed.

So take a moment and think about it – what is your USP? Or in other words, what makes you stand out from other businesses in your industry? What is your “claim to fame”? What makes you unique?

If you’re not sure what your USP is, here are 5 simple steps to finding it.

1 | Know Your Customer

Everything really comes back to this question – Who is your ideal customer? If you’re trying to connect with everyone, you’ll connect with no one. Understanding who you want to connect with will help every aspect of your business run smoothly and more effectively.

In regards to your USP, think about who your ideal customer is and how you can connect with them. Ponder what kind of brands they like to do business with and what they are drawn to. This can help you showcase your unique talents through a lens your ideal client will respond to.

2 | Know What Problem Your Service Solves

After you know who you’re talking to, you’ll become familiar with what they need and what problems they have. After all, people don’t buy things because they look nice or because they’re on sale – people buy things to solve their problems. Clearly define what key problem you solve to help you get closer to finding your USP.

3 | Make a List of What Your Business Does Well 

This step might be easy to skip over. After all, you know your business’ strengths like the back of your hand, right? You’d be surprised how enlightening this exercise can be. It’s like turning the subtitles on during a movie – you think you know what’s happening, until you can visually see every word. It opens up so much insight! Believe me – take the time to actually make a list of what your business does well, and you’ll get to a whole new level of clarity and strategy.

4 | Understand Your Competition

Be aware of what your competition is up to. Warning: this is a slippery slope. We DO NOT want to be so familiar that we become comparative or start to mimic what they are doing. The key is to be aware enough to ensure that you are differentiating yourself effectively. Understanding your competitors’ USP will help you make sure that your USP is exactly that – a unique selling point.

5 | Find Your Intersection of Ideas

The formula for a great idea is simple – it’s at the intersection of two other ideas or thoughts. For example, if you’re an interior designer, your USP might sit at the intersection of traditional design, lots of color, and utilizing antiques in every project. Find the avenues of your brand and then intersect them. And don’t forget to include your findings from the previous steps!

Finding and knowing your USP is one of the most important pieces of your branding journey. When all is said and done, it comes down to one question:

Why you?

Once you’ve narrowed it down and packaged it in the right words, share it consistently in all your marketing channels. This key point will help the right customers connect and want to do business with you.

Have questions? Shoot me an email!

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